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the Insight

Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.

Danny Edwards by Danny Edwards on 19th February 2020

Think of an innovative advertising campaign for Cadbury and a gorilla might come to mind, but Cadbury Creme Egg has been beating the drum for creativity for a long time.

11th Feb FOOD AND DRINK FOCUS
The proof is in the pudding: why CG food sells

The proof is in the pudding: why CG food sells

Willie Torres, head of CG at Smoke & Mirrors Amsterdam, talks us through how technology is allowing for ever-tastier treats to be conjured on-screen.

6th Feb FOOD AND DRINK FOCUS
A tabletop director gives us a taste of filming food

A tabletop director gives us a taste of filming food

Tabletop director James Lovick, who's been an integral part of Kenwood's newest recipe campaign, answers some of our questions about the niche and technically demanding craft of food film.

5th Feb
Why the Arrows jury chairs are aiming high

Why the Arrows jury chairs are aiming high

With the announcement today of the British Arrows 2020 shortlists, we speak to the two jury chairs, Matthew Fone and Hollie Walker, about their experiences in the hot seat and why the industry should be proud of the work it produces.

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Heartstrings, babies and sexiness (or How to win at the Super Bowl) Heartstrings, babies and sexiness (or How to win at the Super Bowl)
5th Feb SUPER BOWL

Heartstrings,babiesandsexiness(orHowtowinattheSuperBowl)

Nathan Frank, Head of Brand Development at Interesting Development, examines the tactics used by brands at this year's Super Bowl and wonders if baby brand mascots will be the all-encompassing future.

3rd Feb SUPER BOWL
Super Bowl Top Five: Jean-Francois Sacco

Super Bowl Top Five: Jean-Francois Sacco

Curious as to how the Super Bowl spots were viewed across the pond? French agency Rosapark's CCO Jean-Francois Sacco gives us his view on the Big Game spots that scored a touchdown.

3rd Feb
Why the four-day week is not enough

Why the four-day week is not enough

In the face of a fundamental shift in attitudes to work, Nicola Kemp, Managing Editor for Creativebrief’s BITE, asks whether the creative industries need to work harder at embracing a different approach.

31st Jan MUSIC VIDEO FOCUS
BUG: An oral history

BUG: An oral history

With the BFI's regular celebration of pop promos entering its 13th year, we speak to its creators (David Knight, Louise Stevens, Phil Tidy and Adam Buxton) about playing host to some of the greatest music video directors and films of the past decade.

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What does it mean for a music video to go viral? What does it mean for a music video to go viral?
30th Jan MUSIC VIDEO FOCUS

Whatdoesitmeanforamusicvideotogoviral?

Doomsday founder and Music Video EC, Danielle Hinde, takes a look back at some of the music video moments that blew up the internet... and why it happened.

29th Jan SUPER BOWL
Why the Super Bowl is a game changer

Why the Super Bowl is a game changer

Fred Levron, Worlwide Creative Partner at FCB Global, and longtime Super Bowl ad maker, reflects on what has changed in the unique experience of creating a Super Bowl commercial, and explains why creativity is a muscle that needs to be worked constantly.

27th Jan MUSIC VIDEO FOCUS
MPC at 50: Their favourite music videos

MPC at 50: Their favourite music videos

In celebration of the company's half-century, we spoke to the teams behind some of their most defining pop promo moments.

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